Prima Materia

Applying conversion thinking to my own coaching practice.

The context

I'm a somatic coach working with the five elements and alchemical frameworks. Most practitioners in this space build websites that speak to peers: dense with modality language, light on structure, and unclear on what a visitor should actually do. I wanted to build mine the way I'd build a client's: conversion-first, with every section earning its place in the funnel.

The decisions

The page follows a single narrative arc: recognition → education → credibility → action. It opens with "You're here because", mirroring the visitor's internal state before explaining anything. By the time the Five Elements framework appears, the visitor is already seeing themselves in the work. The about section deliberately leads with my engineering and neuroscience background before somatic training, because the people I want to work with tend to be analytical thinkers who need permission to trust the body. That sequencing is intentional.

"Book a Discovery Call" appears four times. Each placement follows a natural decision point rather than interrupting the reading flow: after the emotional hook, after the framework, after the credibility section, and at the close. One CTA, one action, no ambiguity.

The build

Custom-coded rather than built on a page builder, partly because I wanted full control over performance and structure, and partly because building it with Claude Code was a chance to work the way I advise clients to think: start with the conversion logic, then design to serve it. Hosted on GitHub Pages for speed and simplicity. The visual direction uses black-and-white photography, alchemical symbols, and generous whitespace to signal calm seriousness without the pastel-and-script aesthetic that dominates the wellness space.

Why this matters in my portfolio

The other case studies in this portfolio show how I think about other people's digital experiences. This one shows I hold myself to the same standard: clear positioning, a defined audience, a structured funnel, and design choices that serve conversion rather than decoration.